
The new Apple TV does not get me excited, Airplay does. I may not be the target audience for the new slim Apple TV but if not me, who is? I’m a big fan of Apple since I converted from Microsoft in 2007, and I’ve tried other operating systems like Linux, neither of which I’m planning on moving back to. But disappointment always sets in when I see Apple release new products which fails to get me excited about saving my hard earned cash. Maybe I’m getting older and dishing out on new gadgets is starting to get old, though I doubt it as I’ve just gotten my first iPad, and I’m still buzzing every time I swipe to unlock. Either way, forking out £99 for a device that continues to tie me to iTunes, with all it’s format limitations, when I know better (VLC, Boxee, Plex), is not going to wet my appetite. It certainly isn’t going to convince teenagers who only respond to the words free and share (i.e. bit torrent), neither will it appeal to my mother who can only understand regular Freeview or sky based channel hopping.. Nothing as complicated as renting a film, that would be like walking on the moon for her.
So who is the Apple TV for?
Technology needs advocates to gain traction and like it or not I’m one of them. Apple should give me commissions for the amount of their products I’ve recommended to friends and family who then go on to buy, but i won’t recommend this product I just don’t understand the value of it, unless of course we consider Airplay.. that’s when it starts to make sense. Airplay allows streaming media from any other Airplay enabled device, think DLNA on steroids. We currently rest under the assumption that Airplay will be licensed or is already licensed to be used by third parties like Denon. So now all I have to do is upgrade my Receiver with Airplay included, and I can move contents from my Mac, iPad, iPhone etc to my TV? AWESOME, but wait, is that restricted to contents I’ve got in my iTunes library? –because we all know how boring it is to convert movies prior to importing into iTunes, so boring that only the patient have ever attempted it, and only the super patient and super persistent have ever completed or maintained the import of their movies into iTunes. Which leaves 99.9% of the rest of humanity with no reason to use it.
In addition the cost to buy from iTunes is prohibitive. The film with Kevin Costner Field of Dreams, is currently available on DVD for 3.97GBP on Amazon or 6.99GBP on iTunes… that’s fucking nuts, pardon the language, but its just crazy. A hard copy DVD that requires a manufacturing process, shipping costs, lets not count the carbon cost, costs less than a digital copy? Here you have the failure of iTunes summed up.
Before I conclude I should mention Apple TV also allows you move photos and music from another Apple Device or a PC running iTunes as with the Video already mentioned, but again I’m running a Mac Mini to my TV where I can use VLC or Plex or Boxee to play every video codec on the planet, something iTunes can only dream about. If iTunes isn’t opened up, if it doesn’t start playing other content other than its own, it’s not going to be used by the masses for data management. So perhaps to conclude I should say that Apple TV isn’t the problem, iTunes is the problem. If iTunes was more versatile, the Apple TV would be too.